NEWS
TOTAL LICENSING
POSITIVE SIGNS FOR LICENSING DESPITE ECONOMIC
DOWNTURN IN EASTERN EUROPE
The current economic crisis is affect- recession between 2001 and 2003 and Comics is also proving very popular –
ing CEE badly, although some markets during this time we developed coping The Dark Knight Batman film did very
– such as Poland – are less affected strategies that we are now putting into well throughout the region which has
than others due to their relatively sta- place again”, continued Durdag. fuelled interest in the brand.
ble financial sector. In general there is a Anything to do with Loony Tunes is Scooby Doo is hugely successful, par-
crisis throughout the region and many proving very popular: Artman, aa le-le- ticularly in Poland, and Ben 10 is phe-
markets are particularly shaky, such as ading apparel retailer in CEE will be nomenally popular wherever Cartoon
Russia, Hungary and Romania. developing an adult Bugs Bunny line, Network has a presence”.
However, important thing to remem- which will be available in 116 stores in The retail sector in CEE is really
ber about CEE is that the licensing in- Poland and another 72 stores throug- catching on to the benefits of licensed
dustry is in its infancy and this means hout the region”. products. ELC recently put together
that there is plenty of room to develop Cactus Clone, a leading supplier of a Scooby Doo promotion with the
new opportunities and for the market hypermarkets and wholesalers throu- Auchan retail chain in Hungary, which
to still grow. Expectations and projec- ghout the region, has come on board owns eleven hypermarkets throughout
tions may have to be scaled down but as an official partner for both Loony the country. The promotion consisted
the licensing industry will not grind to Tunes and Scooby Doo, covering the of Scooby Doo product placements,
a halt, far from it. apparel, underwear, and home tex- competitions and decorations in all
Hakan Durdag, Co-founder and CEO tile range from infant to adult target Auchan stores as well as a Scooby
of European Licensing Company (ELC) group.Tom om and and �erry y is is also also doing doing well, Doo insert being placed in the Auchan
believes that his business is very well particularly in Russia where Russian Russian retail leaflet. This has led to massive
placed to weather this storm as in any Style, one of the strongest toy manufa- success for the brand in Hungary
recession things that are designed to cturers in Russia and CIS, is developing and two licensees have been listed in
entertain and amuse – such as licensed Tom and �erry puzzles, board games, Auchan as a direct result.
products – will still do well. “People and arts and crafts sets. Durdag is enthusiastic about the fu-
want to be entertained and as the ma- Durdag cites a number of other ture of retail in the region. “This type
jority of our products are entertain- brands that, despite the economic of collaboration with retail will be a
ment based this puts us in a strong downturn, are continuing to perform real growth sector throughout the re-
position”, he explained. well in Eastern Europe. “��arvelel Com-Com- gion – it has previously been difficult
“ELC will continue to expand and ics is another strong performer: Smyk, to organise promotions with retail but
build its team, and our infrastructure a leading Polosih kids’ retailer for toys, they are starting to realise the huge
will be developed and updated – it is apparel and stationery, has signed up benefits in terms of increased footfall
very much business as usual! Turkey with ELC and �arvel to use �arvel and sales. There will certainly be more
saw a prolonged and severe economic Heroes on a variety of products. DCDC to come”
P&L GLOBAL TO LICENSE JEEP IN LATIN AMERICA
P & L Global Network in �exico have recently announced that they have signed an exclusive inter-
national license agreement with The �oester Loria Group for its �eep brand.
Fanny Salazar, Head of the licensing division of P&L said, “We are thrilled to announce this association
with �oester Loria for �eep, a premiere brand with a premiere licensing program worldwide. P & L
Global Lifestyle division is committed to put in place an elite licensing program establishing long term
association with the leading partners for the region.”
The agreement includes the
representation for the fol-
BIGGEST LOSER
lowing territories - Central Designer Whey is joining forces with NBC’s weight loss program The
America and The Caribbean, Chile, Colombia, Biggest Loser to help contestants and viewers retake control of their
Ecuador, Venezuela and Peru. TheThe �eepeep BrandBrand lives by creating a co-branded protein product, The Biggest Loser
enjoys over 90% brand awareness and the Protein by Designer Whey is already available in stores and online.
program generates over $550 million in global The Biggest Loser Protein by Designer Whey has been developed
sales annually. �eep Consumer products are sold through a licensing agreement with NBC Universal Television, DVD,
in over 40 different countries. TheThe agreementeement �usic and Consumer Products Group. Contestants of The Biggest
includes a wide range of categories including Loser season seven will use the cross-branded Designer Whey and
apparel, footwear ear and and fashion fashion accessories, dodo-- The Biggest Loser Protein in their quest for better health on the
mestic and room décor, travel products, gifts, show, and after. The Biggest Loser Protein by Designer Whey is avail-
juvenile products, outdoor, work and functional able in four signature flavors.
products, pet products, toys and interactive.
34
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